Cream Soda х Яндекс Музыка: "Cream Soda Club" - VR‑игра к релизу альбома Internet Friends

Objective

Cream Soda, a Russian electronic band, needed to amplify the release of their new album "Internet Friends"—their first record in three years—by creating an innovative branded experience that would reach audiences beyond traditional music listeners. Yandex Music partnered with game studio IThub games to develop an interactive VR game that would merge album promotion with entertainment, expanding the album's discovery across gaming and technology audiences.

Solution

Cream Soda Club is a VR tycoon game where players assume the role of a nightclub promoter. Each track from the "Internet Friends" album functions as a game level; the music's beat directly influences environmental animations and mechanics. Players decorate the dance floor, manage virtual guests' moods, and satisfy them to unlock new levels and discover new album tracks. The game was published free across all VR platforms (Steam, VR headset stores) and Yandex Plus subscribers could play the first 10 minutes free at Russian VR clubs. A web version is available at creamsodaclub.ru. The game includes physics-based NPC interactions—virtual musicians and club visitors can be picked up or removed from the venue.

Results

The album reached #5 on Apple Music charts within a week of release, while Cream Soda Club achieved an 8/10 rating on Steam with 26 positive reviews. The campaign received coverage in tech publications and demonstrated successful engagement between gaming and music audiences.